Essential KPIs for Search Engine Optimization

Essential KPIs for Search Engine Optimization

eMetrics Summit — Washington, DC

October 21st, 2008

Seminar by

There are basic SEO metrics that will help with the “blocking and tackling” — things like keyword popularity, indexation, link popularity, PageRank scores, rankings, top-referring keywords, etc. There are also the red herrings, like keyword density and KEI scores, that are only distractions. But most importantly, there are a whole new class of SEO metrics that are largely undiscovered by folks in SEO and analytics alike, that are essential in order to fully capitalize on the “Long Tail” of SEO. These Key Performance Indicators include:

  • Brand-to-nonbrand Ratio — percentage of your natural search traffic that comes from brand keywords versus nonbrand keywords
  • Unique Pages — number of unique (non-duplicate) web pages crawled by search engine spiders
  • Page Yield — percentage of unique pages that yield search-delivered traffic in a given month
  • Keyword Yield — average number of keywords each page (minus the freeloaders) yields in a given month
  • Visitors per Keyword — ratio of search engine delivered visitors to search terms
  • Index-to-crawl Ratio — ratio of pages indexed to unique crawled pages
  • Engine Yield — the amount of traffic a search engine delivers for every page it crawls

Brian Klais, vice president of Search at Netconcepts, has been working in web marketing from the very start, will make sure you have the knowledge you need to do the job at hand.

Blog Monetization: From Soup to Nuts

DMA 08 Conference & Expo — Las Vegas, NV

October 13th, 2008

Moderated by

Get the nuts-and-bolts of how to turn a blog into a “profit center” – generating wildly positive ROI by making sales, attracting leads, and generating ad and affiliate revenue. Our panel of expert money-making bloggers will share step-by-step advice, most profitable tricks of the trade, pitfalls, hazards, resources required.

Learn…

  • Learn how to diversify and supercharge your blog’s revenue streams
  • Leverage others’ blogs for your own gain
  • Maximize your blog’s search visibility and traffic

Moderator:
Stephan Spencer, President, Netconcepts

Panelists:
Jeremy Schoemaker, Founder, ShoeMoney Media
Duane Forrester, Senior Program Manager (SEO), Microsoft, and author of How to Make Money with Your Blog
Steve Spangler, CEO, Steve Spangler Science
Chloe Spencer, Blogger, Neopets Fanatic.com

Web 2.0 & Search Engines

SES Toronto — Toronto, Canada

June 18th, 2008

Seminar by

An overused and amorphous term, “Web 2.0” nonetheless encompasses an evolutionary shift from the typical web user experience of a decade ago. Some aspects of the “new” web environment are great for improving your search traffic. Other developments may lead you to make serious SEO errors. Among other things, Web 2.0 is about new user interface designs that speed up user actions with techniques such as AJAX (Asynchronous Javascript and XML), which allow users to perform operations nimbly without loading a new HTML page. This session will cover AJAX, CSS, user-generated content, and other new trends in web design and user experiences that may require a re-think of your SEO strategy.

Speaker:
Chris “Silver” Smith, Lead Strategist, Netconcepts

Social Media Success

SES Toronto — Toronto, Canada

June 18th, 2008

Panelist:

One of this year’s panelists promises that search marketers have the potential to “own” the social media marketing space because of search’s inherent bias towards ROI measurement. Panelists will focus on defining different measures of success, and exploring case studies of social media campaigns that worked to help clients get rich, famous, and better-looking.

Speakers:
Cam Balzer, Director of Search Strategy, Performics Inc.
Stephan Spencer, Founder and President, Netconcepts, LLC
Marshall Clark, Director of Search, Organic
Liana Evans, Director of Internet Marketing, KeyRelevance
Marty Weintraub, President, aimClear

Web Site Design Spotlight: Live, On-the-spot Critique of Retailers’ Sites

Internet Retailer 2008 — Chicago, IL

June 11th, 2008

Panelist:

A team of long time e-commerce experts will provide live reviews and makeovers for sites from the audience members. Retailers in the audience will be asked to bring search marketing, user experience, e-commerce strategy and other design questions to this session where experts will view the sites in question and provide answers to fix what ails their web sites. Audience members who volunteer their sites for critique will receive a $25 Starbucks gift card.

Panelists:
Lauren Freedman, President, the e-tailing group
Stephan Spencer, President, Netconcepts
Amy Africa, President, Eight by Eight

SEO: How Creative Link Building Can Multiply Site Traffic

Internet Retailer 2008 — Chicago, IL

June 9th, 2008

Workshop by

The right links are fuel for a retail web site’s search engine rankings. But building the right links is among the most difficult, misunderstood and poorly executed aspects of search engine optimization. There are two kinds of links that retailers should focus on to improve such rankings. Links from an e-retailer’s product page to other relevant product pages within the siteâ??with relevant, as judged by the search engine spider, being the keywordâ??is one type. But a retailer can’t just put a bunch of links on a site to achieve a higher rank without taking into account whether the links achieve business goals. Such links must make merchandising and business sense, otherwise they will interfere with the shopper’s experience and possibly have a deleterious effect on a retail site. The second kind of link is links coming into a site from external sources, which retailers have a lot less control over. A link from a hunting magazine to an outdoor retail site is a link from an authoritative external site and those kinds of links can boost a retailer’s search rankings. But they are much harder to achieve because they require persuading the outside site to link to the retailer’s site, a mostly manual process. This session will examine criteria for evaluating a link’s value, creative link building strategies, link building dos and don’ts, and how to leverage affiliates and social media content. It will tell attendees how seemingly innocent practices can undermine a search engine optimization program and how best practices in search marketing are likely to change in the near future.

Workshop Presenters:
P.J. Fusco, Senior Consultant, NetConcepts
Mark Kaufman, Associate Vice President, CNet Findability, CNet

Web Strategy & Marketing Peer Group Meeting

UW Consortium — Madison, WI

June 9th, 2008

Seminar by

Meeting Focus: Search Engine Optimization

This session focuses on balancing search-engine friendly practices with a persuasive and engaging visitor experience. Leading search engine optimization trends and advanced techniques for optimizing sites will be discussed by industry experts and Chris Murvine, Global Internet Marketing Manager at Promega will share advanced Google tips and tricks. There will also be a hands-on component in the afternoon with exercises to apply learnings and to develop SEO strategies you can use for your organization.

Presentors:
Jody Hartwig, Vice President, E-Business
Jeff Muendel, Online Marketing Analyst

UW Consortium event description page

Give It Up!

SMX Advanced — Seattle, WA

June 4th, 2008

Panelist:

No more secrets time. In this session, our panel of noted SEOs all share some of their favorite and largely overlooked SEO tips. Then we turn to the audience for more sharing. Attendees vow not to blog what’s discussed for the now traditional 30 day waiting period. Search reps in the audience agree to a 30 day delay in fixing any loopholes, too — or give up their own secret.

Time: 3:15pm-4:30pm (1 hr 15 min)

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land

Speakers:
Rand Fishkin, CEO, SEOmoz
Todd Friesen, Vice President Search Strategies, Visible Technologies
Michael Gray, President, Atlas Web Service
Rob Kerry, Head of Search, Ayima Search Marketing
Stephan Spencer, Founder and President, Netconcepts

Analytics Every SEO Needs To Know

SMX Advanced — Seattle, WA

June 4th, 2008

Panelist:

It’s more than just rankings and traffic reports to measure the health of SEO efforts. This session focuses on analytics that SEOs should be considering.

Moderator:
Rand Fishkin, Co-Founder and CEO, SEOmoz

Speakers:
Brian Klais, Executive Vice President, Search, Netconcepts
Laura Lippay, Group Program Manager, Search Strategy, Yahoo
Jonah Stein, Founder, ItsTheROI
Richard Zwicky, President, Enquisite

Diagnosing Web Site Architecture Issues

SMX Advanced — Seattle, WA

June 4th, 2008

Panelist:

Diagnosing Web Site Architecture Issues – Provides a checklist and workflow for diagnosing your web sites for SEO obstacles using freely available diagnostic tools.

Moderator: Vanessa Fox, Features Editor, Search Engine Land

Speakers:
David Golightly, User Experience Developer Lead, Zillow
Jonathan Hochman, President, Hochman Consultants
Chris Silver Smith, Lead Strategist, GravityStream, Netconcepts